Tips & Trends
But how do you go to the next level and make your CTAs even more effective? Here are a few tips:
Timing is everything
Beware of asking for a commitment of any kind too early in a relationship. A CTA that reads something like "Apply Now" or "Sign Up Now" might be premature in the body of an email message. "It's like asking someone out on a date before you know his or her first name," writes Carolyn Nye, Email Marketing Manager for USAData. In an article on the Practical eCommerce website, Nye explains that instead of scaring away readers who are not yet ready to make a commitment, you should direct them to an effective landing page where they can learn more. That landing page is the place for a CTA that requires more of a commitment.
Many of our clients ask: "How do I demonstrate the value of marketing to my sales-driven CEO?" This is especially tricky for business-to-business (B2B) companies with products that are high-consideration and have long sales cycles. Here's how you should approach the issue: